James Rose's questions to RENTOKIL INITIAL PLC /FI (RTO) leadership • H1 2025
Question
James Rose of Barclays inquired about the quality and conversion of new leads, whether they are fueling contract sales, and what execution improvements are planned for underperforming integrated branches.
Answer
CEO Andy Ransom detailed that lead quality varies, with top-of-funnel brand awareness leads converting at a high rate while technician-generated leads convert lower. He noted most leads begin as jobs and are then converted to contracts. For underperforming integrated branches, he identified improving lead flow and customer retention as the two key focus areas, stating the company is refining its playbook before restarting the larger integration wave next year.